Roc Nation brought in Hatch to design, fabricate and execute Abercrombie and Fitch’s sponsor and VIP activation at 2018’s Made in America Festival in Philadelphia, PA.
As the title sponsor of the festival, Hatch was tasked with providing an impactful brand experience that showcased A&F’s most recent branding campaign. The GA activation allowed for patrons to purchase exclusive merchandise, take a break from the festival as well as get their hair done for the day. The appointment based service had patrons lining up early to either get braids for the ladies or fresh shaves for the men by a local barber. For every hair appointment, A&F in turn commissioned that same barber to service the less fortunate areas of Philadelphia as a 1:1 philanthropic initiative.
The VIP platform was designed as an elevated viewing experience that tied in to the design of the GA activation. The design of the dark stained wood, sleek furniture and neon lights were incorporated into the VIP platform that gave the invited guests a top-tier experience to show the show throughout the night along with a dedicated bar for patrons.
A&F’s influencers shared the space throughout the weekend on social media and guests kept coming to both areas to make the most of their festival experience.
